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London's Wembley Stadium and U.K. communications firm EE have agreed to a six-year sponsorship deal, but the name of the venue will not change. The deal, which will make Wembley a more connected stadium, will see EE become the lead brand partner beginning with the League Cup Final on Sunday (FA). In London, Nic Fildes reported the deal is worth £25M ($42M). The arches of Wembley Stadium "will bear corporate branding for the first time."